Living with risk

Peter Cooper and Thomas A.W. Miller

Risk-taking is central to modern business, and the source of energy which drives wealth creation. Understanding and predicting risk therefore places market research squarely in the boardroom, instead of tinkering on the sidelines.

Living With Risk

Peter CooperCRAM International Ltd andThomas A. W. MillerRoper ASW

Introduction

Living with risk is a phenomenon of our times, viz. global warming, Chernobyl, AIDS, BSE, and now the consequences of September 11th. This is not to say that the hazards we are exposed to are greater than those our forebears faced through famine, floods, disease, but they are different in kind. The former were largely external risks of nature, attributed to God, punishment or sorcery, whereas in the modern world there is an expectation that rationality would keep risks under control. Nowadays however,...

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